Rugby Football League – 2017 Super League Grand Final

Delivering a sold-out Betfred Super League Grand Final with a 30x ROI

Overview

Culminating a successful series of projects with the Rugby Football League over the 2017 season, WePlay were retained as the lead marketing agency for the biggest night in Super League, the Grand Final.

Objectives

To develop and execute a campaign that would drive ticket sales to the Betfred 2017 Super League Grand Final. Campaign performance was measured against previous event ticket sales, revenue and a target cost per acquisition.

Approach

WePlay have worked with the RFL since the start of 2017, working on the season launch in February, the Dacia Magic Weekend in May and the Ladbrokes Challenge Cup Final in August. WePlay approached this campaign with the confidence to sell out the iconic Theatre of Dreams, Old Trafford and deliver increased YOY revenues for the National Governing Body.

Having been collecting and analysing audience data over an entire season from RFL websites, their CRM and social media channels, we were able to build the Grand Final marketing campaign with sufficient insights to produce effective targeting – crucially enabling us to reach the right person, with the right message at key periods of interest.